Personal Branding for Financial Advisors
What we will discuss A definition of brand Why building a brand is important A BRAND framework It s not all about you
Debunking some myths
First A brand is not just a logo
This is not a brand
Second A brand is not a personality
A brand is not a product
So What Exactly is a Brand?
A brand is a person s gut feeling about a product, service, organization or an advisor
A brand is defined by individuals, not companies, market segments or audiences It is a GUT FEELING because people are: emotional intuitive non-rational
IT S NOT WHATYOU SAY IT IS
IT S WHATTHEY SAY IT IS
Personal Branding Using a deep understanding of your unique gifts and distinct purpose to influence how you are perceived by others.
Why is Having A Brand So Important? People have too many choices and too little time Information consumes attention
A BRAND Framework
A BRAND Framework
A BRAND Framework Biography and Business You as a Person. Your Stories. Your Business
A BRAND Framework Biography and Business You as a Person. Your Stories. Your Business. Reasons for what you do/how you act Business Beliefs and Behaviours
A BRAND Framework Biography and Business You as a Person. Your Stories. Your Business. Reasons for what you do/how you act Business Beliefs and Behaviours Actions you take/processes Client Experience
A BRAND Framework Biography and Business You as a Person. Your Stories. Your Business. Reasons for what you do/how you act Business Beliefs and Behaviours Actions you take/processes Client Experience Niche served The People you Serve. Your Ideal Client. Your Tribe
A BRAND Framework Biography and Business You as a Person. Your Stories. Your Business. Reasons for what you do/how you act Business Beliefs and Behaviours Actions you take/processes Client Experience Niche served The People you Serve. Your Ideal Client. Your Tribe Differences Your Focus. Your Remarkable Features.
Biography & Business
Biography The authentic you Unique history Unique experiences Unique gifts
Whole Person Doug Towill Personal Small town boy (born in Moosejaw) Business junkie (Bcomm. MBA) West Coast/Left Coast Proud father of twin girls Tons of travel love it Professional 10 years as professional consultant 14+ years in investment mgt Practice Management - not Product Trends and Tools Cutting edge communicated
Tell Your Story
A lesson I have learned the hard way Stories Say A Lot About a Person The Why I do what I do story The best lessons I learned from my clients My best partners My father/my children A difficult decision and how I made it The My most embarrassing moment story The How I met my wife story
Business What is the deep need that you satisfy? What is the real value that you provide to the clients?
What is your competence? What are you really good at? What are you the best at? Personal BRAND Statement
Reasons Business Beliefs Behaviour/Actions
To answer two questions: A deep search and fearless inventory 1. What has your experience in this industry taught you? 2. How does it impact your behaviour and relationships?
We believe Therefore we
Your Business Beliefs Business Belief #1 Business Belief #2 Business Belief #3 Behaviour #1 Behaviour #2 Behaviour #3
Choose 3 to 5 areas your business will NEVER compromise
Actions Processes Client Experience
Client Experience
Three Questions 1. What experience do your clients want from their relationship with you? 2. What are the major client touch points or activities? 3. Do the activities provide real value and are they remarkable?
Customer Touchpoint Audit Client Experience Exceptional Needs Improvement Introduction E-mail Web Office Meeting Investment Ongoing Visit Communication
Process - Example 1 Discover Needs Invest Monitor
Process - Example 2 Step one: Clarify the client s present situation Step six: Provide periodic review and revision Step two: Identify both financial and personal goals and objectives Step five: Implement the right strategy Step three: Identify financial problems Step four: Provide written recommendations and alternative solutions
Client Experience - Example 3 Annual review Compatibility and priority Assessment Education and communication Worry-free Wealth Management What is success? Strategy and implementation Action plan
Niche
Not your niche Their tribe
The End of Traditional Client Profiles/Categories From Age Income Assets Occupation Gender Family To Individuals Lifestyles Personality Traits Beliefs Experiences
Becoming Part of the Tribe Identify a specific group - Have they selected you? Gain a deep understanding of their issues and needs. Create an educational program Locate the watering holes Regular meetings Common periodicals/publication Their COI s Their websites Package your entire offering to be uniquely attractive to them
Differences
The three most important words in differentiating your personal brand
Focus
Is This How Your Customers See You?
Problem: We are hard wired to protect us from too much information
Our brains are programmed to notice only what s different
Solution: BE DIFFERENT
NO. REALLY DIFFERENT
A BRAND Framework Biography and Business You as a Person. Your Stories. Your Business. Reasons for what you do/how you act Business Beliefs and Behaviours Actions you take/processes Client Experience Niche served The People you Serve. Your Ideal Client. Your Tribe Differences Your Focus. Your Remarkable Features.
What Brand do you want to be? Brand X Exceptional Brand R Remarkable
Remarkable things get Remarked about
IT S NOT ABOUTYOU
IT S ABOUT THEM
Two Personas 1. Walks into a room and says Look everyone. Here I am! 2. Walks into a room and says Aha, there you are!
80/20 RULE
Differentiate yourself by: The questions you ask The way you listen The relationships you build
Help the clients and prospects by being very ready to articulate: Your value Your brand
Questions? pd@ci.com
www.ci.com/pd
Thank you
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